JY渠道商对冠捷显示器营销的项目化管理研究
发布时间：2018-10-12 13:06
【摘要】：渠道营销的项目化管理,即是对具体的营销项目进行管理。许多企业开展使用项目管理的理念来管理企业,他们把一个个经营活动,当成一个项目来管理。因此项目管理的模式如何能够快速的与企业运营模式相对接,创造出更大的价值,也成为当今企业所关注的重点。创造出适合企业自身发展需求的管理模式是当今业界探讨的一大热点问题。营销管理中使用项目化管理是公司发展和生存对市场变化做出及时反应的重要手段。本文根据JY渠道商对冠捷显示器营销的项目化开展,说明对现代公司营销活动进行项目化管理是提升公司效益和管理水平的有效方式。文中对公司项目化营销管理的相关理论进行了介绍,论述了营销管理和项目管理的相关知识并将两者进行有机结合,应用到实际情况中。本文通过JY渠道商对冠捷液晶显示器项目化管理的研究,发现JY公司在运用项目化管理之前,由于进度、成本和互联网的冲击很大,导致JY公司渠道运营出现了很大的问题。通过运用项目管理的理念,提出相关解决方案,主要使用项目管理的工具与方法解决渠道管理中的问题。最后论文结合JY渠道商对冠捷显示器营销的项目化管理的成功实施,对项目化管理进行了验证。进一步说明,项目化营销管理,相对传统的营销管理更适用于有一定规模、产品能按项目运作的公司。
[Abstract]:The project management of channel marketing is to manage the specific marketing project. Many enterprises use the concept of project management to manage enterprises, they manage one by one as a project. Therefore, how the project management mode can quickly connect with the enterprise operation mode, create greater value, also become the focus of attention. It is a hot issue to create a management model suitable for the development of enterprises. The use of project management in marketing management is an important means for the development and survival of companies to respond to market changes in a timely manner. According to the project development of TPV display marketing by JY channel vendors, this paper shows that the project management of modern company marketing activities is an effective way to improve the efficiency and management level of the company. This paper introduces the related theories of the company's project marketing management, discusses the related knowledge of the marketing management and the project management, and organically combines the two theories, and applies them to the actual situation. In this paper, through the research on the project management of TPV by JY channel vendor, it is found that before the application of project management in JY Company, the impact of schedule, cost and Internet is very big, which leads to great problems in channel operation of JY Company. By using the concept of project management, this paper puts forward the relevant solutions, mainly using the tools and methods of project management to solve the problems in channel management. Finally, this paper verifies the project management by combining the successful implementation of the project management of TPV display marketing by the JY channel vendor. It is further explained that the project marketing management is more suitable than the traditional marketing management for companies with certain scale and the products can operate according to the project.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
本文编号：2266226
[Abstract]:The project management of channel marketing is to manage the specific marketing project. Many enterprises use the concept of project management to manage enterprises, they manage one by one as a project. Therefore, how the project management mode can quickly connect with the enterprise operation mode, create greater value, also become the focus of attention. It is a hot issue to create a management model suitable for the development of enterprises. The use of project management in marketing management is an important means for the development and survival of companies to respond to market changes in a timely manner. According to the project development of TPV display marketing by JY channel vendors, this paper shows that the project management of modern company marketing activities is an effective way to improve the efficiency and management level of the company. This paper introduces the related theories of the company's project marketing management, discusses the related knowledge of the marketing management and the project management, and organically combines the two theories, and applies them to the actual situation. In this paper, through the research on the project management of TPV by JY channel vendor, it is found that before the application of project management in JY Company, the impact of schedule, cost and Internet is very big, which leads to great problems in channel operation of JY Company. By using the concept of project management, this paper puts forward the relevant solutions, mainly using the tools and methods of project management to solve the problems in channel management. Finally, this paper verifies the project management by combining the successful implementation of the project management of TPV display marketing by the JY channel vendor. It is further explained that the project marketing management is more suitable than the traditional marketing management for companies with certain scale and the products can operate according to the project.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6
【参考文献】
相关期刊论文 前1条
1 曹艳爱;;渠道权力对角线转移理论的一个实证研究——以家电渠道为例[J];江苏商论;2007年10期
，本文编号：2266226
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